Learn the mechanism,
not the slogan.
Each article combines established marketing knowledge with a practical chain from human motive to behavior, operating metrics, and financial outcomes.
90 field notes
N1 Analysis: Learn from One Customer Without Generalizing Too Fast
A practical guide to N1 Analysis: Learn from One Customer Without Generalizing Too Fast: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · N1 Analysis · Evidence-Based MarketingRead field note →Customer InsightJobs to Be Done and Category Entry Points
A practical guide to Jobs to Be Done and Category Entry Points: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Jobs to Be Done and Category Entry Points · Evidence-Based MarketingRead field note →Behavior DesignThe ARMS Behavior Model
A practical guide to The ARMS Behavior Model: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Behavior Design · The ARMS Behavior Model · Evidence-Based MarketingRead field note →Behavior DesignHabit Design for Marketing
A practical guide to Habit Design for Marketing: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Behavior Design · Habit Design for Marketing · Evidence-Based MarketingRead field note →Brand StrategyBrand Growth, Penetration, and Market Structure
A practical guide to Brand Growth, Penetration, and Market Structure: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Brand Strategy · Brand Growth, Penetration, and Market Structure · Evidence-Based MarketingRead field note →Brand StrategyThe 95–5 Rule in B2B Marketing
A practical guide to The 95–5 Rule in B2B Marketing: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Brand Strategy · The 95–5 Rule in B2B Marketing · Evidence-Based MarketingRead field note →CommunicationCategory Strategy and the 4Cs
A practical guide to Category Strategy and the 4Cs: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Category Strategy and the 4Cs · Evidence-Based MarketingRead field note →CommunicationPerception Flow: Design the Order in Which Beliefs Change
A practical guide to Perception Flow: Design the Order in Which Beliefs Change: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Perception Flow · Evidence-Based MarketingRead field note →Data & Business DesignThe Value and Limits of Digital Advertising
A practical guide to The Value and Limits of Digital Advertising: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · The Value and Limits of Digital Advertising · Evidence-Based MarketingRead field note →Data & Business DesignSaaS Metrics: ARR, Churn, CAC, and the Growth Model
A practical guide to SaaS Metrics: ARR, Churn, CAC, and the Growth Model: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · SaaS Metrics · Evidence-Based MarketingRead field note →Behavior DesignCognitive Biases, Choice Design, and Ethics
A practical guide to Cognitive Biases, Choice Design, and Ethics: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Behavior Design · Cognitive Biases, Choice Design, and Ethics · Evidence-Based MarketingRead field note →Data & Business DesignRetention Is a Learning Loop, Not a Notification Plan
A practical guide to Retention Is a Learning Loop, Not a Notification Plan: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Retention Is a Learning Loop, Not a Notification Plan · Evidence-Based MarketingRead field note →Brand StrategyStrategic Equity: Give the Brand a Clear Center of Gravity
A practical guide to Strategic Equity: Give the Brand a Clear Center of Gravity: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Brand Strategy · Strategic Equity · Evidence-Based MarketingRead field note →CommunicationConnect UGC with Strategic PR
A practical guide to Connect UGC with Strategic PR: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Connect UGC with Strategic PR · Evidence-Based MarketingRead field note →Data & Business DesignResearch Design Before Data Science
A practical guide to Research Design Before Data Science: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Research Design Before Data Science · Evidence-Based MarketingRead field note →Customer InsightInsight Is Not Mind Reading: Find the Friction That Stops Action
A practical guide to Insight Is Not Mind Reading: Find the Friction That Stops Action: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Insight Is Not Mind Reading · Evidence-Based MarketingRead field note →Customer InsightStructure Customer Value Through HAVE, DO, and BE Needs
A practical guide to Structure Customer Value Through HAVE, DO, and BE Needs: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Structure Customer Value Through HAVE, DO, and BE Needs · Evidence-Based MarketingRead field note →Customer InsightVisualize Behavioral Differences Before You Segment
A practical guide to Visualize Behavioral Differences Before You Segment: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Visualize Behavioral Differences Before You Segment · Evidence-Based MarketingRead field note →Behavior DesignEvolutionary Motives in Marketing—Without Manipulation
A practical guide to Evolutionary Motives in Marketing—Without Manipulation: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Behavior Design · Evolutionary Motives in Marketing—Without Manipulation · Evidence-Based MarketingRead field note →Brand StrategyRead Competitive Strategy as a Causal Story
A practical guide to Read Competitive Strategy as a Causal Story: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Brand Strategy · Read Competitive Strategy as a Causal Story · Evidence-Based MarketingRead field note →Brand StrategyWhat Marketing Is: From Selling Tactics to Market Creation
A practical guide to What Marketing Is: From Selling Tactics to Market Creation: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Brand Strategy · What Marketing Is · Evidence-Based MarketingRead field note →CommunicationConcept Making: Define Whose Situation You Promise to Change
A practical guide to Concept Making: Define Whose Situation You Promise to Change: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Concept Making · Evidence-Based MarketingRead field note →CommunicationCopywriting and the USP: Design a Reason to Choose
A practical guide to Copywriting and the USP: Design a Reason to Choose: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Copywriting and the USP · Evidence-Based MarketingRead field note →CommunicationLanding Page Optimization Beyond Button-Color Tests
A practical guide to Landing Page Optimization Beyond Button-Color Tests: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Landing Page Optimization Beyond Button-Color Tests · Evidence-Based MarketingRead field note →
